LinkedIn is no longer simply a tool for finding jobs or building professional relationships. This platform is quickly becoming a key element in every company’s marketing strategy. With such an abundance of users, LinkedIn presents itself as a medium for connecting with potential customers and promoting your brand. Below is a list of 11 tips for incorporating LinkedIn into your company’s marketing campaigns.
1. Share Engaging Content
Sharing content in LinkedIn groups, in messages and on your connections’ newsfeeds is the most basic element of marketing on LinkedIn. Utilizing all three of these communication channels will give you the best chance of reaching your target audience.
Since LinkedIn is a professionally engaging platform, memes and other content that performs well on Facebook, might not be such as good idea for LinkedIn.
Instead, highlight things like company milestones, interviews, accomplishments/awards, quotes, research papers, etc.
For example, Olshan Law noted how one of their partners was quoted by the Wall Street Journal:
Pretty impressive right? This is “professional attractive” and helps stimulate the more authoritative values that come with a career-grounded platform like LinkedIn.
2. Behind the Scenes Looks
One style of content that your audience will find engaging is an article or post that offers them an inside look at your organization. Blog posts, videos and images that communicate how your business operates and what it stands for are pieces of content that encourage trust and customer loyalty.
3. Dual Pages
If you are an executive of the CEO of an organization, it is advantageous to create both a company page as well as a personal profile on LinkedIn. Having a personal profile to compliment your company page is the most effective strategy for raising brand awareness on LinkedIn. While your company page can be utilized to share company news and industry-related content, your personal profile serves as a tool for building relationships with potential customers and other professionals alike.
4. Offer Professional Value
Creating content that people will find to be useful is an excellent way to establish you and your company as a thought leader in your respective industry. Sharing tips, how-to guides and important industry news are ways to establish yourself as a valuable resource. This strategy can be utilized via professional profiles as well as company pages.
Along the same vein, state clear and confident values and benefits:
Also known as a unqiue selling point (USP), Mr Rooter clearly states their services are all day, all night. By affirming they’re a 24/7 plumber and backing it up with their service page, this makes it seamless for anyone to save their info onto their computers or jot it down on paper.
5. Link to Other Platforms
Considering that LinkedIn has developed into a content publishing tool, the opportunity exists to drive traffic back to your other platforms. If you post engaging content on LinkedIn and offer a link back to your website or blog, you can funnel your audience to your other content.
If you’re an eCommerce site, your most important assets are your product pages. Funneling traffic to these pages is vital, especially when they are effectively optimized to convert new visitors with a general or specific interest. For example, Hermance’s saw page catalogs some of their highest ROI products. If 100 people visit via their LinkedIn profile and only 2 convert (a 2% CR) they still net a huge ROI!
6. Create Universal Content
Just as blog posts and YouTube videos are frequently shared across other platforms, LinkedIn posts can be shared on other platforms as well. In order to take advantage of this cross promotion you should keep other platforms in mind during the publishing process.
Engaging videos, detailed articles and vibrant images are pieces of content that will succeed on LinkedIn as well as many other channels. Just because LinkedIn is a professional network doesn’t mean your content needs to be rigid and overly formal. Post content that people will find interesting and that would succeed on other platforms as well.
7. Utilize Applications
LinkedIn offers a variety of applications that increase its capabilities for promoting your work and your business’ website. For instance, the WordPress application syncs your blog or website directly to your LinkedIn page, while the SlideShare app adds some new content creation tools to your arsenal. Taking advantage of LinkedIn’s app offerings will allow you to spice up your profile while simultaneously improving your content marketing capabilities on the platform.
8. Optimize Your Company Page
Be sure to keep SEO in mind when you are developing your company page. The description field presents itself as an excellent place to utilize industry related terms. Don’t be generic in developing the copy for this field. Rather, you should be as specific as possible in using terms that are relevant for your industry and that apply directly to your company and its products or services. This step is critical for getting your page discovered on Google, because LinkedIn’s search function allows users to sort companies by keyword. Take a leaf out of some of the more established businesses. For example, in the U.S. one of the most recognizable companies, by their black and yellow construction trucks, can be effectively benchmarked below:
This example, from Empire-CAT, demonstrates continuity in their descriptions by reinstating specialties. Think about it like this: if a prospect or visitor reads your description you’ve given them an expectation that needs to be reflected in the “Specialties” tab. Additionally, this helps bots crawl the page and better categorize your business.
9. Post Frequently
Maintaining a frequent and consistent content schedule is a strategy that offers two distinct benefits. Not only does posting content regularly keep your company fresh in the minds of your audience, it also positively impacts your page ranking on Google. In order to ensure that you maintain a presence across LinkedIn’s communication channels, you should create a content calendar. This will allow you to plan LinkedIn content for each day, week and month depending upon the frequency with which you wish to post.
10. Write for Your Audience
Before you begin publishing content on LinkedIn, it is important to consider your target audience. Creating content that caters to their focus and unique needs will greatly improve your content’s impact and engagement. Laying down an initial content writing strategy that addresses these factors is important for the overall success of your LinkedIn campaigns.
11. Utilize LinkedIn Ad campaigns
One feature that many businesses are unaware of is LinkedIn’s advertising feature. If you have the budget to manage it, this feature allows you to create ads targeting professionals in specific industries with their job titles and even the size of their respective companies. This tool can be extremely useful for sharing information with a specific target audience.
LinkedIn’s development as a marketing tool and content publisher means that it is becoming a key element in marketing campaigns. Consider the aforementioned tips and strategies for successfully leveraging LinkedIn in your own marketing strategy.
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